PROSPECTS AND OPPORTUNITIES
Despite challenges, growth is expected as players adapt
Retail sales of baby food in Italy are forecast to increase at a current value CAGR of 1% (2025 constant value CAGR of -1%) over the forecast period, reaching EUR941 million. Despite this modest growth, the category is expected to face challenges, primarily due to the ongoing decline in the birth rate.
Manufacturers likely to focus on healthier options with short ingredients lists
In the coming years, health-consciousness is expected to gain significant momentum within baby food in Italy. Parents are increasingly prioritising organic, no added sugar, alternative proteins, and clean label products, driven by heightened awareness of the importance of healthy eating from an early age.
Advanced technologies to improve the production and packaging of baby food
In the coming years, baby food in Italy is expected to witness significant advancements driven by the adoption of cutting-edge technologies in production and packaging. FuturaPack, a subsidiary of the Gampack Group, is at the forefront of this innovation, with the development of a high-speed robotic packaging line specifically designed for fruit purées.
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Overview:
Understand the latest market trends and future growth opportunities for the Baby Food industry in Italy with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Baby Food industry in Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Baby Food in Italy report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Baby Food in Italy?
- Which are the leading brands in Baby Food in Italy?
- How are products distributed in Baby Food in Italy?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Baby Food?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Italy?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Baby Food in Italy - Category analysis
KEY DATA FINDINGS
Milk formula maintains growth in a declining category due to its critical role in baby nutrition
Heinz maintains its lead, but some smaller players see stronger growth from a low base
Supermarkets and health and beauty specialists continue to dominate, but retail e-commerce is on a rising trend
Despite challenges, growth is expected as players adapt
Manufacturers likely to focus on healthier options with short ingredients lists
Advanced technologies to improve the production and packaging of baby food
Dairy Products and Alternatives in Italy - Industry Overview
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
The following categories and subcategories are included:
Baby Food
- Dried Baby Food
- Prepared Baby Food
- Other Baby Food
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- Liquid Standard Milk Formula
- Powder Standard Milk Formula
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- Liquid Follow-on Milk Formula
- Powder Follow-on Milk Formula
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- Liquid Growing-Up Milk Formula
- Powder Growing-Up Milk Formula
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- Liquid Special Baby Milk Formula
- Powder Special Baby Milk Formula
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Baby Food
This is the aggregation of milk formula, prepared, dried and other baby food.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Baby Food research and analysis database.
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